B2B Sales Trends

Global Performance Group

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

  1. 16h ago

    151. Building Client Trust in Sales Conversations in the Age of AI w/ Casey George

    Building client trust in sales conversations is changing in the age of AI. But according to Casey George, trust itself isn't going anywhere. If buyers have already made much of their decision before they speak to a seller, and AI can give everyone access to increasingly powerful tools, what actually makes someone worth buying from? In this conversation with Harry Kendlbacher, Casey George, Chief Revenue Officer at Monday.com, challenges the traditional B2B sales playbook. They explore why value is moving toward day one, why curiosity has become more important than the “gift of gab,” and why the future of B2B selling may involve fewer handoffs and more empowered sellers. What We Cover: • Why trust is still critical when buyers are adopting AI • Why the B2B buying process is happening earlier than the sales conversation • Why curiosity has become Casey's #1 trait for top sellers • How sales leaders can balance structure with seller freedom • Why Casey sees a more frictionless sales model ahead ⏱️ Timestamps 00:00 Leading Sales Through the AI Revolution 03:59 AI in Sales: Augmenting People, Not Replacing Them 05:13 The B2B Buying Process Has Changed 09:32 Building Client Trust in Sales Conversations 14:08 Why Curiosity Is Now the #1 Seller Trait 19:03 The Future of Frictionless B2B Selling About Casey George Casey George is the Chief Revenue Officer at Monday.com, where he leads revenue strategy as the company continues its evolution from a PLG business into an enterprise SaaS organization. Casey has spent three decades in sales and revenue leadership, including more than 20 years at IBM and multiple CRO leadership roles. Connect with Casey on LinkedIn: https://www.linkedin.com/in/casey-george/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download the whitepaper “You’re Entering the Deal Too Late”: https://globalperformancegroup.com/resources/#papers 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎧 Prefer audio? 👉 Apple Podcast: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB 👉 Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #AIinSales

    151. Building Client Trust in Sales Conversations in the Age of AI w/ Casey George
  2. 5d ago

    150. Day Zero: Why Revenue Is Won Before the First Meeting

    The B2B buying journey starts before the first sales meeting. By the time you get in the room, the buyer may already have an opinion about your company, your competitors, and what they think they need. In this solo episode, Harry Kendlbacher explores Day Zero and why the first meeting is really just the point where sales enters a conversation that has already started. Buyers are researching, comparing options, and aligning internally long before you hear from them. So how do you earn trust and influence the decision before you ever get the meeting? 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ What We Cover: • Why the B2B buying process starts before sales enters the picture • Why internal buyer confusion can be a bigger competitor than another vendor • Why buyer confidence matters as much as belief in your solution • How sales leaders can build credibility before an opportunity enters the pipeline • The five areas that define a strong Day Zero strategy ⏱️ Timestamps 00:00 Why the B2B buying journey starts before the first meeting 03:03 How buyers form opinions before sales enters the process 05:27 Why internal confusion can kill complex B2B sales 07:54 Building credibility before you need it 10:15 Making your value story portable across stakeholders 15:01 What B2B sales leadership should change 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🎧 Prefer audio? 👉 Apple Podcasts: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB 👉 Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales.

    150. Day Zero: Why Revenue Is Won Before the First Meeting
  3. Aug 11

    149. How to Build Relationships While Selling in B2B w/ Brian Porter

    How to build a relationship while selling has become one of the biggest challenges in modern B2B sales. Brian Porter believes AI isn't replacing great salespeople. It's making them more valuable. AI can write emails. It can build prospect lists. It can even start conversations. But according to Brian Porter, Chief Customer Officer at Ernest, every new technology makes authentic human connection even more valuable. In this conversation with Harry Kendlbacher, they explore why relationship selling still outperforms automation, why trust is earned through consistency instead of charisma, and why the best salespeople eventually stop relying on cold calls altogether. If every seller has access to the same AI tools, what actually makes someone worth buying from? What We Cover: - Why handwritten notes still outperform many digital outreach tactics - The small consistency mistakes that quietly destroy trust - Why listening is a stronger sales skill than presenting - How great customer relationships become your future pipeline ⏱️ Timestamps 00:00 Why relationship selling matters more than ever 01:30 AI vs human connection in modern B2B sales 07:39 The overlooked habit that builds customer trust 11:18 Consultative selling starts with listening, not pitching 15:15 Why elite B2B prospecting becomes networking over time 22:54 The traits every top B2B sales leader shares About Brian Porter Brian Porter is the Chief Customer Officer at Ernest, where he leads customer relationships and commercial strategy for one of North America's leading packaging companies. With decades of experience building high-performing sales organizations, Brian is known for his practical philosophy that lasting growth comes from trust, consistency, and genuine human relationships rather than transactional selling. Connect with Brian Porter on LinkedIn: https://www.linkedin.com/in/brian-porter-6422a39/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🔗Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎧 Prefer audio? 👉 Apple Podcasts: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB 👉 Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales.

    149. How to Build Relationships While Selling in B2B w/ Brian Porter
  4. Aug 6

    148. Your Sales Conversation Is Outdated. The Market Already Changed w/ Tim Pfaelzer

    Cyber Resilience isn't just an IT challenge anymore. It's changing how the best B2B sales teams sell. Companies are racing into AI, but Tim Pfaelzer believes many are overlooking the foundation that determines whether it succeeds. Harry sits down with Tim Pfaelzer, SVP & GM EMEA at Veeam, to explore why successful companies don't simply adapt their products. They retrain their sales teams to speak the language of business risk, executive priorities, and business outcomes. Along the way, Tim challenges one of the biggest assumptions surrounding AI and explains why "backup isn't the product. Trusted data is the outcome." 🔗 Explore more insights: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com You'll hear ideas that challenge conventional thinking, including: - Why organizations often invest in AI before securing the data that powers it. - Why feature based selling breaks down at board level. - Why trusted data has become a board level priority instead of just an IT concern. - Why curiosity, credibility, and courage separate average sellers from elite performers. ⏱️ Timestamps 00:00 Why yesterday's sales conversation stops working 01:35 From Data Protection to AI Readiness: Why Veeam had to evolve 03:20 AI has a trust problem, not an adoption problem 05:50 Why modern sellers must replace product pitches with business outcomes 09:40 How to earn credibility with CEOs, CIOs, and executive buyers 13:30 The three traits every elite B2B Sales leader needs today About Tim Pfaelzer Tim Pfaelzer is SVP & General Manager EMEA at Veeam, where he leads the company's strategy and go to market across the EMEA region. He helps enterprises strengthen Cyber Resilience, Data Protection, and AI Readiness, while driving business growth through innovation, strategic partnerships, and a strong focus on customer success. Connect with Tim Pfaelzer on LinkedIn: https://www.linkedin.com/in/tpfaelzer/ 📣 If this conversation changed how you think about modern B2B Sales, share it with your team. 🎧 Prefer audio? Listen on Spotify or Apple Podcasts, or watch the full conversation here on YouTube. 👉 Apple Podcast: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB 👉 Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🔗 Explore more: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to be a guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. Apply here: 👉 https://globalperformancegroup.com/guest-submission/

    148. Your Sales Conversation Is Outdated. The Market Already Changed w/ Tim Pfaelzer
  5. Aug 4

    147. Ingram Micro President on Why Intelligence Beats Instinct w/ Sanjib Sahoo

    Intelligence isn't about collecting more data. As Sanjib Sahoo argues, data runs the business. Intelligence grows the business. So why are so many organizations still relying on instinct? Harry sits down with Sanjib Sahoo, President of Global Platform Group at Ingram Micro, whose perspective challenges some of the biggest assumptions in modern B2B Sales. Many organizations focus on building bigger pipelines, automating more processes, or gathering more data. Sanjib believes they're solving the wrong problem. Why do the best sales teams become "order makers" instead of order takers? Why does reimagination create opportunity while automation alone creates fear? And why is curiosity becoming one of the most valuable competitive advantages in the age of AI? Those answers might change the way you think about Sales Leadership, AI in Sales, and Revenue Growth. You'll discover: • Why a bigger pipeline can actually hurt revenue • Why the future belongs to "order makers" • How Customer Intelligence changes customer relationships • Why curiosity may be your biggest competitive advantage in the age of AI 🔗 Explore more insights: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com ⏱️ Timestamps 00:00 Why Sales Intelligence matters more than a bigger pipeline 03:00 Stop relying on instinct and prioritize the right opportunities 08:10 How AI is changing customer relationships 11:45 Data runs the business. Intelligence grows the business. 19:40 Bringing B2C into B2B 29:00 The three Sales Mindset skills every elite seller needs About Sanjib Sahoo Sanjib Sahoo is President of Global Platform Group, Enterprise Strategy, Growth & Operating Results at Ingram Micro, where he leads the company's global platform business and the transformation of one of the world's largest technology distributors into an AI driven platform company through Xvantage™. Recognized globally for his work in platform strategy, AI, and enterprise transformation, he helps organizations turn technology into measurable business growth and operating performance. Connect with Sanjib Sahoo on LinkedIn: https://www.linkedin.com/in/sanjibsahoodigital/ 📣 If this conversation changed how you think about modern B2B Sales, share it with your team. 🎧 Prefer audio? Listen on Spotify or Apple Podcasts, or watch the full conversation here on YouTube. 👉 Apple Podcast: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB 👉 Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🔗 Explore more: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to be a guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. Apply here: 👉 https://globalperformancegroup.com/guest-submission/ #B2BSales #SalesLeadership #SalesIntelligence

    147. Ingram Micro President on Why Intelligence Beats Instinct w/ Sanjib Sahoo
  6. Jul 28

    146. Value Selling: Strategy Doesn't Start With Your Product w/ Pramesh Maheshwari

    Value Selling is changing B2B Sales. Customers no longer buy the cheapest product. They buy partners who help them create long-term business value. If customers still care about price, why are the best companies investing even more in trust, long-term partnerships, and customer outcomes? And why does Pramesh Maheshwari believe "strategy" is one of the most overused words in business? In this episode of the B2B Sales Trends Podcast, Harry sits down with Pramesh Maheshwari, President of Lifecycle Solutions, Services and Cyber at Honeywell Process Solutions, to explore one of the biggest shifts in modern B2B Sales. Together, they unpack why Value Selling, Consultative Selling, and becoming a true Trusted Advisor require far more than simply asking good questions. Along the way, they challenge some of the biggest assumptions in modern B2B Sales: • Why Total Cost of Ownership is no longer enough to win complex buying decisions. • The surprising reason many Voice of Customer initiatives fail despite positive feedback. • Why knowing your customer's customer may be just as important as knowing your own product. • Why hearing customers isn't the same as understanding them. 🔗 Explore more insights: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late": 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com ⏱️ Timestamps 00:00 Why Value Selling replaced competing on price 02:20 From lowest cost to strategic partnerships in B2B Sales 08:13 Why Total Cost of Ownership changed buying decisions 12:37 The shift from Solution Selling to solving future customer problems 17:51 Why listening isn't enough in Consultative Selling 26:41 The three habits every Trusted Advisor needs About Pramesh Maheshwari Pramesh Maheshwari is President, Lifecycle Solutions, Services and Cyber at Honeywell Process Solutions. With more than three decades of global leadership experience in process automation, he helps organizations improve resilience and long term customer value while leading Honeywell's Lifecycle Solutions, Services and Cyber business. Connect with Pramesh Maheshwari on LinkedIn: https://www.linkedin.com/in/pramesh-maheshwari-36617a15/ 📣 If this conversation challenged your thinking, share it with your team. 🎧 Prefer audio? Listen on Spotify or Apple Podcasts, or watch the full conversation here on YouTube. Apple Podcast: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🔗 Explore more: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to be a guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. Apply here: 👉 https://globalperformancegroup.com/guest-submission/

    146. Value Selling: Strategy Doesn't Start With Your Product w/ Pramesh Maheshwari
  7. Jul 23

    145. The Renewal Starts the Day You Close the Deal w/ Scott Lerner

    Customer Success shouldn't be selling. That's exactly why it drives more revenue growth. Scott Lerner believes the biggest opportunity in B2B sales isn't winning new customers. It's what happens after the deal is signed. Most customer success teams are measured on expansion. Scott believes that's where many organizations start solving the wrong problem. The moment every conversation becomes commercial, you stop being a trusted advisor and start becoming just another vendor. On the B2B Sales Trends Podcast, Harry sits down with Scott Lerner, Senior Vice President of Global Services at Akamai Technologies, to explore why the renewal starts the day the contract is signed, why many services organizations are trapped in what he calls "hour's jail," and why customer outcomes matter more than billable hours. Scott challenges several assumptions many sales leaders still believe: • The renewal starts the day the deal closes, not when the contract expires. • Customer Success should uncover opportunities but avoid negotiating deals. • Price is rarely the real reason customers leave. • Today's buyers need better questions, not more product education. • AI is making the traditional services model harder to defend than ever before. 🔗 Explore more insights: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com ⏱️ Timestamps 00:00 Customer Success begins after the sale 05:04 Why customer outcomes matter more than renewals 09:00 Growing accounts without losing trusted advisor status 11:57 Escaping "hour's jail" with Outcome Based Selling 16:22 Building Customer Centricity through curiosity and empathy 19:59 Better questions beat better pitches Key ideas explored • Why Customer Success has become one of the biggest drivers of Revenue Growth. • The hidden trade off between selling more and building trust. • How post sales teams can uncover expansion opportunities without acting like salespeople. • Why modern buyers expect better questions, not better presentations. About Scott Lerner Scott Lerner is Senior Vice President, Global Services at Akamai Technologies, where he leads a global organization of more than 2,300 people focused on delivering world-class customer outcomes and maximizing product adoption. With more than 20 years at Akamai, he specializes in customer success, Professional Services, Service Delivery, and building high-performing teams through trust and customer-centric leadership. Connect with Scott on LinkedIn: https://www.linkedin.com/in/lerner-scott/ 📣 If this conversation challenged your thinking, share it with your team. 🎥 Want the full video conversation? Watch it on our YouTube channel: https://www.youtube.com/@b2bsalestrendspodcast 🔗 Explore more: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to be a guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. Apply here: 👉 https://globalperformancegroup.com/guest-submission/

    145. The Renewal Starts the Day You Close the Deal w/ Scott Lerner
  8. Jul 21

    144. Buyers Don't Need More Urgency. They Need More Certainty w/ Melissa McCabe

    Consultative selling isn't about creating urgency. It's about helping buyers believe they'll succeed after making a change. Most buyers already know they have a problem. So why do so many deals still end with the status quo? In this episode of the B2B Sales Trends Podcast, Harry sits down with Melissa McCabe, Chief Sales Officer at Euna Solutions, to explore why the best salespeople don't just solve business problems. They reduce the fear of making the wrong decision. After nearly three decades in enterprise sales, consultative selling, and sales leadership, Melissa has reached a conclusion that challenges conventional wisdom. The best sellers don't push harder. They prepare better. They reduce uncertainty. And they become what she calls "brokers of resources" who help buyers make better decisions. ⏱️ Timestamps 00:00 Why consultative selling isn't about urgency 02:50 The real competitor is the status quo 06:20 The psychology behind buyer confidence 11:40 Why transparency builds trust before the sales process 19:10 What actually improves win rates 32:00 The three habits of top salespeople This conversation explores why buyers can agree they have a problem and still refuse to act, why rushing a decision often lowers your chances of winning, and why the best salespeople think less like persuaders and more like brokers of expertise. Melissa also explains why improving win rates starts long before a proposal is sent, why consistency is becoming a competitive advantage in enterprise sales, and why preparation still beats AI-generated perfection. Whether you're focused on consultative selling, solution selling, the buyer journey, or building a more effective sales process, this episode offers a different way to think about modern B2B sales. 🎙️Listen on Spotify and Apple Podcasts, or watch the full conversation here on YouTube. Apple Podcast: https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB Spotify: https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25 🔗 Explore more insights: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late": 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 💡 Key Takeaways - Why urgency isn't always what buyers need. - The mindset that changes every sales conversation. - How preparation shapes buyer confidence. - Why some opportunities stall before the real sales process begins. - What today's best sales teams do differently. 👤 About Guest Melissa McCabe is the Chief Sales Officer at Euna Solutions, where she leads sales strategy for public sector customers across North America. With more than 25 years of experience across IBM, SaaS, and enterprise software, Melissa specializes in sales leadership, consultative selling, and building high-performing go-to-market teams. Connect with Melissa McCabe on LinkedIn: https://www.linkedin.com/in/melissa-mccabe-397a933 If this conversation challenged the way you think about modern selling, share it with someone on your team. 🎧 Listen on Spotify and Apple Podcasts, or subscribe on YouTube for weekly conversations with the world's leading B2B sales and go to market leaders. 🔗 Explore more at https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to be a guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and go to market operators shaping the future of modern selling. If that's you, or someone you'd recommend, apply here: 👉 https://globalperformancegroup.com/guest-submission/

    144. Buyers Don't Need More Urgency. They Need More Certainty w/ Melissa McCabe

Ratings & Reviews

5
out of 5
3 Ratings

About

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

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